Telemarketing Software Featured Article

Coaching Makes a Huge Difference in Sales Performance

August 06, 2014
By Mae Kowalke - Telemarketing Software Contributor


Not all salespeople are created equal. Thankfully, though, most sales staff can be coached to better performance.

Coaching sales staff is particularly important when it comes to telemarketers. Selling over the phone can be a demanding and emotionally draining occupation, and there is relatively high turnover as a result. This makes it even more important to have a good coaching process in place, because making the sales team better is an ongoing process thanks to constant turnover.


When coaching sales staff, there are five key tasks: observation, questioning, priority and goal setting, skill-building and follow-up. These constitute the core of good coaching.

First, coaches need to observe and diagnose sales staff. To do this, it is important to both look at results and how those results were achieved. By looking at the methods and not just the outcome, a good coach can discover where salesmen need improvements.

The second key process is questioning. Effective coaches don’t just teach new skills, they help sales staff improve on their own. It is important to ask the right questions and help steer sales staff toward learning the process of self-improvement.

A third key process is priority and goal-setting. Good coaches stress metrics that help sales staff constantly work on upping their game. This can be helped with the right tools, too, such as VanillaSoft’s sales software that can help sales staff track their progress better to see how they are doing.

Skill-building is an important part of good coaching, too. Performing better requires the right skills, not just observing what’s going wrong in a sales process. So it is crucial that sales staff be trained in the right skills and constantly assessed on these skills. Role-playing can help with this skill-building process.

Finally, a fifth key process for effective coaching of sales staff is following up on training. Even the most diligent team members are unlikely to bother with improvements if nobody is paying attention. Coaching needs to be an ongoing affair, not just a one-off process that is performed and then forgotten.

Sales is an art that is learned in most cases, and this starts with having good coaching.




Edited by Rory J. Thompson



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